Tourist flow, income and hotel occupancy are growing in Georgia

By July 2025, Georgia's tourism sector has recorded another increase in key indicators. The number of international visits has increased, hotels are registering higher occupancy rates, and tourism revenues continue to grow. Investments in infrastructure, including in the premium segment, have intensified, and the presence of international brands is expanding.

According to the National Statistical Office of Georgia, 1.8 million visits were registered in the second quarter of 2025 , which is 6.9% more than in the same period of 2024.

Traditionally, Russian citizens are in the lead – 361.8 thousand, in second and third place are Türkiye and Armenia – 308.3 thousand and 210 thousand, respectively. The number of trips from Israel and Azerbaijan has increased.

The largest number of visits was noted in Tbilisi (928.3 thousand) and Adjara (629.8 thousand). Mtskheta-Mtianeti and Imereti were also popular.

Most often in the second quarter, people aged 31 to 50 came to Georgia – 46.5% of the total number. Visitors aged 15 to 30 made up 24.7%, over 51 – 28.8%. There were slightly fewer women than men – 41.8% of the total flow.

The average visit duration was 5.30 nights, up 4.7% from a year ago. Repeat trips were recorded in 78.1% of cases. According to the sample survey, 49.4% of travelers came to Georgia for leisure and recreation, 24.3% visited friends and relatives. They were followed by transit (13.3%), business (6.9%) and trade (4.4%). Travel satisfaction remained high: 81.3% of respondents were satisfied, 17.4% rated the experience as “generally positive”.

Total expenditure by foreign visitors increased by 0.6% to 3.47 billion lari, but the average amount per trip decreased by 6% to 2,116.8. According to the survey, most often money was spent on shopping – 1.02 billion lari. Accommodation cost tourists 934 million, food – 766 million. Cultural and entertainment events cost 413 million, transportation – 292 million.

According to TBC Capital, 2.81 million international visits were registered in Georgia in the first half of 2025 , up 4.6% from the same period in 2024. The largest increase was in the number of trips from Israel and Azerbaijan, with both countries showing a 36% increase year-on-year. The number of visits from India increased by 31%, and from Russia, the EU, and the UK by 10%.

International tourism revenues totaled $1.97 billion, up 3.8% from the first half of 2024. The largest share of revenues came from travelers from Russia (308 million), the EU and the UK (277 million), and Israel (242 million).

The bank's analysts also noted that Georgia's hotel business continues to strengthen its position, and the premium hotel sector is also developing very actively. In the first half of 2025, the average occupancy rate in high-class accommodations reached 54%, which is 4% more than in the same period of 2024. The average daily rate (ADR) is estimated at $126.

The hospitality sector in Georgia is on the rise, with more and more prestigious hotels, including branded ones, appearing in the country. Many projects are concentrated in the suburbs of Batumi, where an investment cluster of national importance is being formed. In particular, the Gonio resort area is being developed within the framework of the state general program and with the participation of private capital. The real estate market is already responding to these changes. The region has recorded a 45% increase in prices and an 11% increase in sales. The interest of investors from the EU, Israel and the Middle East is growing.

(c) Materials from the site https://internationalinvestment.biz/